Reduce direct marketing costs with postcards

The standard #10 direct mail package is the workhorse of direct
marketing, but since 9/11 and the anthrax scare, self-mailers have seen
a resurgence — most notably the magalog for long copy and the standard
postcard for short copy.

Because of limited space for graphics and copy, and lack of a response form, postcards work best when the following conditions exist:

The product is familiar to the reader or, if not familiar, simple in nature and easy to explain.

The marketing objective is to generate a lead or inquiry, rather than to generate mail orders accompanied by checks and credit card payments.

The offer features a premium or other free item the prospect can send for, such as a demo disk, CD, catalog, or brochure.

Why use postcards instead of a traditional DM package, tri-fold self-mailer, or other formats?

“Postcards offer immediate impact,” says Perry Frank of Modern Postcards. The message is immediately visible, with no e...(register to read more)

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